If Cables Are Not Tone Controls...

Nothing in home audio is transparent.  Everything affects how a system sounds, including internal wiring and external cables.  It is the degree of impact and significance resulting from those differences, as well as the cost, that seems to be most often debated here.  To your original point, I agree with you, people can't have it both ways....those who hear differences between different cables and then use those cables to adjust the sound of their system to their liking are using cables as a form of non-adjustable tone control.  

Tone control implies just that. I don't consider buying another pair of cables and installing them a convenient form of control. Once you go down that line of thinking, you might as well consider your amp as a 'tone control', as well.

Never had this problem as i use PURIST NEPTUNE and DOMINUS cables which are great sounding  and not colored.

I am using Purist cables as well. They sound wonderful in my system. Or should I say, the system sounds wonderful with the Purist cables. Am I using them as tone controls?  Couldn't say.  

chayro, keep doing what you're doing. You are one of the few who finally figured it out; it is necessary to use entire sets of cables to make progress with them. 

Cables influence not only tonal balance, but also dynamics and resolution/definition. Don't expect those who mix cables to agree or understand.  :) 

Also, don't listen to those who promote their favorite brand in nearly every thread. They're trying to keep their resale value high, and very likely a less expensive product could outperform them. Of course, only comparison would tell with certainty. 

There is a correlation between measurements and cable sound quality. I am reviewing a set of cables now that are aggressively designed to meet optimized measurements. They sound wonderful! The also are much less expensive than many boutique cables. So, do not fall for the idea that a cable is superb because it is mentioned incessantly, or purportedly premium. 

The promotion of a cable as "colored" or "not colored" in an absolute sense is nonsense. Only in comparison of sets can such things be determined, and are properly discussed in that context. Most of what you read about cables, and how they are used, here is of marginal value.